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Future planning

Ambition

Communicate your USP to customers

How to create a distinct offering.

Understand your target market and then tell them about your product or service in a way they understand. Tom Searcy, founder of US fast-growth consultancy Hunt Big Sales, suggests defining a very specific target customer and the problem or need that they have which your business will address. Once you know this, tell those customers as clearly as possible what your business can do for them. As Dave Lerner, director at Columbia University Entrepreneurship, says, it’s vital to cut out jargon and unnecessary detail when doing this. “If you can’t explain your business with crystal clarity, no one will.”

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